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1 SXSW Interactive 2014: Insiders’ Guide @MsLGROuPNA @mSL_GrOUP #MsLSXsW

SXSW Interactive 2014: Insiders' Guide

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Congratulations! You’re attending SXSW Interactive, one of the top communications trend events in the world. We recognize what you get out of your investment in time and resources is directly proportional to your investment in preparation. So, we asked some of our veteran SXSWi attendees what they think.In this guide, you'll find tips and ticks on surviving Austin and SXSW, session recommendations, parties, our favorite places to eat, and more!We look forward to seeing you @SXSW!

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On Our Team at SXSW....

Stephanie Agresta

Troy Brown

Marcy Massura

Mark McClennan, APR

Stephanie is Global Director of Social Media and Digital at MSLGROUP. She is busy building the next-generation agency. She has been recognized as both a thought leader and hands-on counselor in social and digital media for 15 years. Stephanie is a veteran of SXSW and the founder of the Social Media Lounge (a hub for digital influencers inside the ACC).

Congratulations. You’re attending SXSW Interactive, one of the top communications trend events in the world. We recognize what you get out of your investment in time and resources is directly proportional to your investment in preparation. So, we asked some of our veteran SXSWi attendees what they think.

Troy Brown is currently Senior Vice President at MSLGROUP in Atlanta where he leads DSM (Digital/Social/Mobile) strategy. He is a much heralded new media executive with demonstrated skills in creative DSM insights, strategy, campaign development & execution, branded content development & distribution, strategic marketing, and business development.

Marcy Massura leads the digital and social operations of MSLGROUP’s West Coast region. She also serves as a member of the agency’s digital executive team and is the Influence and Community lead for MSLGROUP in North America.

Mark is a senior vice president at Schwartz MSL Boston where he heads its Consumer Technology and Insights practice groups. He has been going to SXSW for years. When not at SXSW, he provides strategic counsel for clients including Ancestry.com, LifeLock, Fiserv and Epocrates.


Main Cover Photo Credit: Tricia Daniel / Shutterstock.com

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SXSW Interactive is a big show in a small city. That creates the expected tension between resources and need. There will be crowds, lines and waits. However, the show is manageable if you keep some basic guidelines in mind as you prepare for your SXSW 2014 adventure:

Bring comfortable shoes. You’ll be walking and standing more than you expect or plan.

Be prepared for some strategic socializing. The SXSW speakers and sessions are incredible, but the lounges and parties are where you really learn and make connections. Be courageous and remember to bring business cards!

Take along extra chargers and batteries. Don’t depend too much on technology being available. What? Isn’t this a conference about technology? Right. But, the WiFi is still almost always overloaded, signals will fade in and out and your battery will run out of juice long before you do. The solution: bring extra batteries, a portable charger and have the hutzpah to ask to borrow the technical fruits of others when you are desperate. Also know that you can charge up at the lounges; striking up a conversation at a charging station is a great way to meet new friends.

Bring your running shoes. The trails along the Colorado River are wonderfully flat, and there is no better way to experience the Austin atmosphere than with an early morning run or walk, before the city wakes up.

Keep your own stash of snacks and water. Stop at the Wag-A-Bag or another convenience store on the way from the airport or on the outskirts of town or near the hotel. Or, better yet, pack your luggage with some pretzels and water bottles. The lines for SXSW events are long. You don’t want to miss your prime seat in the 10th row just because you need libation.

Be aware of the weather. Austin in March has a wide range of weather. Check the forecast before going and pack accordingly.

Download the 2014 SXSW GO app. This is the official app for SXSW, and it includes schedules, events and SXSW keynotes, a map of locations, and the ability to sync with your SXSW account.








As You Are Planning and Packing…

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Austin is a very walkable city, especially if your hotel is downtown. Look for the SXSW Interactive shuttle buses to help you get from location to location. However, here are some additional things to keep in mind:

If you are driving, use the secret garage. If you didn’t manage to snag a hotel within walking distance of SXSW events don’t despair. There is a garage on 2nd street. If you get there early, you can probably snag a spot. It’s just two blocks away from the convention center. And then, when heading out to that evening gathering, it is an easy walk to your car where can drop your gear.

Grab a new friend and explore. Not literally, of course. But you should approach this adventure as an opportunity to make and meet new friends and contacts. Especially explore the music scene. There is live music every night all over Austin, so read the sign posts, collect the postcards you’ll be handed at every street corner, explore and have fun!

Keep time available for the random opportunity. Don’t overschedule your time. Leave things relatively flexible. Permit yourself to indulge in that random and spontaneous world that is SXSW 2014.

Keep an ABC list of panels and SXSW speakers. First choice full? No prob if you have your B list. You may even need your C list. The point is, make a list, tier your selections and check it twice. This list strategy will become your lifeline to a productive schedule, even when your priority plans fail.

View a SXSW keynote from a satellite. Unless you feel a compelling need to take in a keynote at the Convention Center, you may want to avoid the crowds. Most keynotes are shown in satellite locations, often rooms where other interesting sessions will be held immediately afterward. These locations are less crowded and give you quality networking time with those having similar interests. Satellite keynote locations are in each of the different venues.

Follow the conversation on Twitter, but don’t let Twitter own your every move. At a party and see tweets about another party across town? Do you bail and party hop? Or, do you wait for things at your event to “open up”? Sometimes, it’s better not to become Twitter-insecure and spend your night chasing everyone else’s good time. Try to relax and enjoy.

Hang at the convention center and its lounges. Build a strategy to run into interesting people for unexpected conversations that might inspire you. In particular, check

out The PayPal Social Media Lounge located on the 4th floor in Room 19 A/B. For the 7th year in a row, TechSet celebrates the intersection of technology, creativity and influence (plus some great Hollywood types that stop by). This year PayPal is adding even more amenities. Also, for those whose passion point is people in social good, the Beacon is a must do! See the full list of lounges here: SXSW Lounges

Whether your goal is to gain career advice on women in leadership or to meet a new friend, consider the Women 2.0 Meet-up. Some of the smartest women in business today will discuss everything from the challenges of leadership to striking a healthy work/ life balance.









Surviving in Austin...

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SXSW Keynote Sessions are “must-see” events. SXSW Interactive has a long tradition of lining up some of the world’s most inspiring speakers with innovative ideas and stories. The SXSW keynote events run from 2-3 p.m. each day in Exhibit Hall 5 of the Austin Convention Center. These presentations take the form of either a solo talk, an interview, or a conversation between two individuals. This year, you will have the opportunity to see Austin Kleon, Dr. Neil deGrasse Tyson, Anne Wojicki, Adam Savage and Chelsea Clinton. They are must-attend events for anyone with a show badge. We especially look forward to legendary astrophysicist, author and science communicator Dr. Neil deGrasse Tyson, who will be the featured keynote on Saturday, March 8.

We also encourage a Attendees are also encouraged to check out the Featured Sessions to hear from the top names behind some of the industry’s most innovative trends and important conversations. This year’s line-up of SXSW speakers includes Julian Assange of WikiLeaks, Jurgen Klinsmann, the head coach of the U.S. Men’s National Soccer Team that will compete in the 2014 FIFA World Cup, Randi Zuckerberg, Bob Mankoff, Rob Rhinehart, and Biz Stone. We would also like to call special attention to a Featured Session with our own CEO. MSLGROUP CEO Olivier Fleurot will join with Pete Cashmore, the founder and CEO of Mashable, and moderated by Joanna Coles, Editor in Chief of Cosmopolitan at the Austin Convention Center, Exhibit Hall 5 at 12:30 p.m. for:

SXSW 2014 Keynotes and Featured Sessions...

Generation Mash-Up: Y Bother?

Never has the spotlight shined so brightly on a single generation. But in today’s transformational workplace, Generation Y not only gets the light, they have the might; and through their social media expertise, they claim the right to be the center of the conversation. In a lively debate about Gen Y at work, Pete Cashmore, the Scottish Millennial who founded Mashable and is now its CEO, joins together with the quintessential French Baby Boomer, Olivier Fleurot, CEO of global PR firm MSLGROUP, and former CEO of The Financial Times.

Pete and Olivier are from different generations, have different styles and their own strong opinions on the values Generation Y brings to the world of business, how to manage the Gen Y geniuses in their midst and how Millennials are changing business. While they may not agree about the business impact that Millennials will have on the future, Pete and Olivier are both passionate about their own businesses and the need for Millennials to make their mark.


#yBOtheRModerated by JOanna COLes, editoR iN Chief Of COSMopOlitan

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Photo Credits: Scott Beale / Shutterstock.com, Kris Krug / shutterstock.com, Dell’s Official Flickr Page

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HeAltH For the first time, SXSW 2014 has included a health track with 23 different sessions on the topic of technology and health care. Because of the variety of regulatory and privacy issues, especially in the U.S., the health world has come later to social and digital transformation than other industries. But health is an industry where social and digital tools can solve serious problems and improve people’s lives. The inclusion of the health care track shows how rapidly technology is becoming integral to the medical field.

SXSW Interactive Session Planning....

There are hundreds and hundreds of SXSW Interactive speakers and panel sessions, and nearly all of them are great. You have the opportunity to be discerning. To maximize the experience of attending SXSW 2014, study the program guide and find those things that seem of value to your work opportunities and personal interests. Look for SXSW events that might focus on upcoming trends. It is 110% acceptable to LEAVE a session if it is under-delivering, or not what you thought it would be. In fact, it is always good to have an alternative nearby that you could pop into a bit late. The real magic of SXSW is that there is SO MUCH really great stuff. You can almost

literally fall into “great learning” without over-planning. So, always leave time each day to just discover a new session or talk that you might hear about from others. Also, new events are announced just a few days before the festivities start.

As in the past, SXSW Interactive defines panels as Beginner, Intermediate or Advanced. These may be helpful guideposts for you.

Before we get specific in our favorite panel choices, we want to point out a few themes we noticed this year in panel topics.

BiG dataOf course! Go discover your analytic super powers and you will never look at the world the same again.

cOntentObviously, these sessions matter. SXSW presents a great opportunity to learn about some of the newest companies in the field, as well as about new syndication opportunities and broadcast models.

GLOBAL SociAL & DiGitaL The social world respects few boundaries, especially those that divide countries and culture. At the same time, SXSW has become more of a global event than ever before. Be sure to attend sessions that connect digital and social opportunities to the broader world.

fOODThe food is one of the best parts of Austin and SXSW (ask anyone!). The food industry and technology have never been more intertwined - SXSWi is where insects are food, ideas are edible, and food is printable software. Ready your appetite for the techy future of food.

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MiLleNniaLS This generation is making its mark on history and is transforming the world. In a lot of ways, SXSW is a show of, for and about Millennials. If you are interested in self-discovery and building a greater understanding about our place in the world, try attending a few of the Millennial sessions. Or, if you are from another generation and need some context, sneak into the back row.

Download the SXSW mobile app, SXSW GO (sxsw.com/mobile), to help keep you on track during the week. It will help you find your panels and locate buildings, rooms and SXSW keynotes.

PaSSIon Passion is one of the best parts of the online culture. Who can’t appreciate when an individual combines his or her personal passion for a topic with digital and social innovation? The result is usually great storytelling. Look for opportunities to attend sessions on off-beat topics that stem from one’s own deep interests. You may just be inspired.


MobiLe! MobiLe! MobiLe! With Facebook’s heralded purchase of WhatsApp, the world has taken notice and is asking “What’s up with mobile?” Could 2014 be the year that the mobile culture blossoms everywhere? It may be a wise use of your time to explore the growing mobile opportunity by attending mobile-themed sessions at SXSW Interactive.

RiPped fRoM the HeadLineS Passion is one of the best parts of the online culture. Who can’t appreciate when an individual combines his or

her personal passion for a topic with digital and social innovation? The result is usually great storytelling. Look for opportunities to attend sessions on off-beat topics that stem from one’s own deep interests. You may just be inspired.

stORytelLInGThere is a secret sauce to storytelling, indeed. Here you can learn how to make stories addictive, inspiring and how to narrate data.

teChIt’s why you come to SXSW Interactive in the first place, right? You need to learn about the tech on the horizon and there’s no better place in the world to do it.

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BiG dAta

Big Data Inverted: The Best Candy from Strangers?Maria Bezaitis, Principal Engineer at Intel; Chris Colborn, EVP, Global Chief Experience Officer, R/GA; Dinkar Jain, Prod Mgr at Google;Oren Michels, Co-Founder & Chief Strategist, Mashery

Friday, March 7, 12:30PM - 1:30PM, Sheraton Austin, Capitol EFGHIntermediate: http://schedule.sxsw.com/2014/events/event_IAP24496

#sxsw #sxbigdata

In our increasingly digital and technology-driven world, human social relationships are being transformed by data. Your previous online behavior is dictating the news reports, friends’ updates, products and advertisements you receive. With algorithms are determining the content we’re exposed to, people are beginning to unintentionally “barricade” themselves from new experiences and information that don’t fit the pattern of what they’ve already liked and experienced.

In this panel, renowned researchers and digital anthropologists tackle this phenomenon to explore the implications of a “barricaded” society, dissect the current and future obstacles, identify the opportunity for innovation, and provide a call for technology to deliver us to what and who we need, even if it’s unfamiliar.

The Tyranny of Edward TufteGabriel Schaffzin, Researcher & Designer & Builder, Skeptic

Sunday, March 9, 11:00AM - 12:00PM, Four Seasons, Four Seasons BallroomAdvanced: http://schedule.sxsw.com/2014/events/event_IAP19350

#sxsw #TufTyranny

1. Collect all the data.

2. Design all the data with integrity.

3. ???

4. Achieve universal knowledge and understanding

When Edward Tufte tweets mockingly of the leaked NSA slides, he does so as the self-anointed king of presenting evidence. Empiricism’s head cheerleader, he has built an empire on telling everyone fromlowly marketer to NASA bigwig—what Truth looks like.

And we eat it up.

But he has also perpetuated a culture where power is held by those with the data. As we shift our appreciation for discourse to those with the willingness and know-how to compress communication into bits and bytes of data-visualization and infographics, to what dangers do we open ourselves up? Do we move toward a future where we communicate solely via visualization, swap talking for looking, and seek to represent our own nuanced belief systems with universal iconography?

SXSW Interactive Session Recommendations....

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Algorithms, Journalism & DemocracyGiladLotan, Chief Data Scientist, Betaworks; Kelly McBride, Sr Faculty, The Poynter Institute

Sunday, March 9, 5:00PM - 6:00PM, Austin Convention CenterRoom 12ABAdvanced: http://schedule.sxsw.com/2014/events/event_IAP23203

#sxsw #scaryrithm

Why do crazy stories that aren’t true get so much traction, while really important actual facts sink into oblivion? Algorithms influence almost all the information you consume, from news stories, to social media updates, to movies, books, and television programs. Algorithms fuel the marketplace of ideas and ultimately grease the wheels of democracy. Algorithms can surface truths that improve our understanding of the world. And algorithms can perpetuate false information or distort the truth. In this session we will look at some surprising ways that algorithms make life better and some ways that algorithms distort our perception of reality. Understanding how algorithms control and manipulate your world is key to becoming truly literate in today’s world.

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Content & Commerce: The Digital CronutBen Lerer, Co-Founder/CEO, Thrillist

Friday, March 7, 12:30PM - 1:30PM, Austin Convention CenterRoom 12ABIntermediate:


#sxsw #DigiCronut

The doughnut and croissant have operated alongside each other for years, each awesome in their own way. Until one day, you bring them together and witness the magic unfold The Cronut. Content and Commerce is the next epic hybrid.

Publishers that have built trust with their audience can monetize the intent they create through integrated commerce that actually puts merchandise in the hands of consumers. Browsers on the commerce side can be turned into engaged readers, improving the chances of converting them back into buyers, and monetizing their engagement through ad dollars.

This is a discussion for any content or commerce brand looking to propel their business forward. You’ll hear from leading content/commerce brand, Thrillist Media Group’s CEO Ben Lerer, as he describes the changing media and e-commerce landscapes, best practices for adding a content or commerce channel to your business, and what thepotential benefits and risks will be.

Communicating with Humor: Perils & Best PracticesJon Flannery, Exec Creative Dir, Draftfcb Chicago; Sheri Klein, VP, Dir of Research, Ad Council; MikeMcCammon, Chief Community Officer, Water.org; Baratunde Thurston, Co-Founder & CEO, Cultivated Wit

Sunday, March 9, 12:30PM - 1:30PM, Austin Convention CenterRoom 12ABBeginner:


#sxsw #FunnyAds

If Winston Churchill had it right--a joke is actually a “very serious thing.” And social good marketers are on board. Increasingly, nonprofits are breaking through the tried-and-true PSA fray by startling us with humor. From McCann Melbourne’s “Dumb Ways to Die” on behalf of Metro Trains to Matt Damon’s “Toilet Strike” on behalf of Water.org, very serious issues, even matters of life and death, are getting the humor treatment. But does funny have merit outside of the initial guffaw? Can public service advertisers effect real change by appealing to audiences’ funny bones?

This panel will examine recent success stories and best practices for comedic delivery of important information, when and why humor works and pitfalls to avoid.

SXSW Interactive Session Recommendations....

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If Content Is King, Who Is Sheriff?Kristina Eastham, Digital Strategist, Digitaria Interactive; Robert Hernandez, Assoc Professor of Professional Practice, USC Annenberg School for Communication; Gail Marie, Editor, McKinney; Mike Schmidt, Multimedia Dir, National Geographic

Monday, March 10, 9:30AM - 10:30AM, Austin Convention CenterRoom 12ABAdvanced: http://schedule.sxsw.com/2014/events/event_IAP22833

#sxsw #SXsheriff

Thanks to the Internet, the proliferation of low-cost publishing has changed what journalistic integrity means to digital content, affecting the quality—and ethical integrity—of online “news.”

With bad—and wrong—online content, readers don’t always know what to believe online. “The problem with quotes on the Internet is that it’s very hard to verify their authenticity,” Abraham Lincoln said. Didn’t he? Readers can’t always tell the difference between a “journalist” and a “blogger,” and it may not matter. Technology can be leveraged to solve some of the same problems it creates, by helping us navigate the high seas of crap content or aiding content creators with automated infringement protection.

This panel is for publishers wanting to understand unwritten professional courtesy and rights, artists and writers looking to protect their content, and readers wondering who—and how—to trust online. A publisher, professor and marketer debate: Who is the new sheriff in town?

Content Changes Everything: Even How We ShopMollie Chen, Editorial Dir, Birchbox; Jeff Pyatt, Head of Global PR Initiatives & the Southeast, Outbrain

Monday, March 10, 9:30AM - 10:30AM, Hyatt Regency Austin, Texas Ballroom 1-4Beginner: http://schedule.sxsw.com/2014/events/event_IAP25544

#sxsw #ContentROI

These days content is popping up in subtle, unexpected places, extending far beyond the blogs magazines and newspapers we traditionally rely on. As more and more retailers are creating new mediums to directly interact and share information with customers, we’ve come to view our favorite brands in a whole new light. There are many unique ways retailers and e-commerce sites are utilizing content and now, thanks to quality, authentic content, company stories are resonating with customers on an emotional and personal level now more than ever. Sites rich with lifestyle content, like Birchbox’s ‘The Magazine’, shape the role brands and companies holistically play in a customer’s life by offering how-to tips and advice that extend far beyond marketing a product. In this session, experts will speak to the changing consumer relationship and how effective storytelling can, and oftentimes does, lead to strengthened brand loyalty.

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Maker Culture & Digital MarketingRichard Goldsmith, Dir, Digital & Social Media, Mark Anthony Brands; Mike Senese, Exec Editor, Make Magazine

Monday, March 10, 11:00AM - 12:00PM, Omni Downtown, LonghornIntermediate: http://schedule.sxsw.com/2014/events/event_IAP24246

#sxsw #DIYMkt

Our culture has transitioned from the top-down consumer culture of the ‘80s, ‘90s and early ‘00s to a one-to-one DIY culture focused on Making. Younger consumers are growing up in an era where they can immediately influence brands through social media and can create physical objects with 3-D printers. From coding digital dreams in HTML5 to crafting their own TV narratives on Twitter, consumers expect the ability to produce personalized experiences and products. So why should they care about your brand when all the awesome they need can be made themselves? We’ll outline the implications for brands trying to engage with these consumers and provide principles and steps for switching from top-down communications to collaborating with consumers to make these products and experiences better. And we’ll demonstrate the inherent possibilities of this cultural shift with examples ranging from entertainment to finance and apparel

Search Is Dead: The Secret Sauce Behind DiscoveryHayley Barna, Co-Founder, Birchbox; Ruzwana Bashir, CEO & Founder, Peek; Katrina Lake, Founder & CEO, Stitch Fix

Monday, March 10, 12:30PM - 1:30PM, Driskill Hotel, Driskill BallroomIntermediate: http://schedule.sxsw.com/2014/events/event_IAP18940

#sxsw #RIPSearch

Next Generation Recommendations: We live in a world where search is dead. Consumers are most responsive to personalized, content-driven and curated experiences and are no longer as willing to take the time to search and discover new brands, products, music, etc. on their own. How is curated content impacting consumption patterns and purchase decisions? How are retailers and vendors responding to this shift and enhancing their offerings to provide consumers the personalized experiences they want? What’s the secret sauce behind their method, who will come out on top and why? This panel of diverse business leaders and industry experts will discuss the importance of delivering a personalized, content-driven experience for customers and why they chose to pursue a recommendation, rather than search, based approach.

#EsuranceSave30: Why 5 Million Tweeted in 36 HoursNancy Abraham, VP of Advertising, Esurance; Josh Raper, Esurance

Tuesday, March 11, 11:00AM - 12:00PM, Hilton Austin Downtown, Salon BIntermediate: http://schedule.sxsw.com/2014/events/event_IAP28779

On Super Bowl Sunday, the insurance company Esurance purchased the first commercial after the game. In this ad, actor John Krasinski announced that Esurance saved $1.5 million by purchasing this first spot and was going to give it away in a Twitter sweepstakes. Within 36 hours, the hashtag #esurancesave30 broke Twitter records. More than 5.4 million people used the hashtag, it received 2.6 billion social impressions and Esurance gained 261,000 new followers. And, it was the most Tweeted hashtag during the Super Bowl and the top trend on Twitter for 2 days.

Join Esurance VP of Advertising Nancy Abraham and Leo Burnett’s VP/Account Director Josh Raper as we give SXSW delegates an exclusive look the most Tweeted about brand in the Super Bowl. Attend this seminar to get a behind the scenes look into what goes into creating, executing and managing a real-time marketing initiative of this caliber.

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Food + Tech Meet UpSharon Mays, Partner, ID Marketing

Sunday, March 9, 3:30PM - 4:30PM, Proof AnnexBeginner:http://schedule.sxsw.com/2014/events/event_IAP994854#sxsw #sxfoodtech

Technology continues to have a profound effect on how and what we eat. In the 365 days since last year’s meetup alone, much has happened in the Food + Tech world: 3D printing, crowdsourcing restaurants, robot line cooks, GMOs, and a plethora of new apps. The intersection of Food and Technology has become more complex than posting reviews, snapping food porn and blogging.

At this Food+Tech meetup, we’ll be discussing

•Food and nutritional as social issues, and howtechnology is affecting them

•Sustainability and technology•Trail-blazers and Innovations in the food industry•We’ll also have time for open discussion of topicsbrought up by the group

And of course some excellent networking, so comeprepared to hype your project or favorite food-tech app/idea/innovation, make some new connections and catch upwith everyone from past SXSWi Food + Tech meetups.

The Future of Food ProcessingEthan Brown, CEO & Founder, Beyond Meat; Andras Forgacs, Founder and CEO, Modern Meadow; Robert Rhinehart, CEO, Rosa Labs; Josh Tetrick, CEO, Hampton Creek Foods

Sunday, March 9, 5:00PM - 6:00PM, Hilton Austin Downtown, Salon HBeginner:http://schedule.sxsw.com/2014/events/event_IAP26945#sxsw #foodtech

Food is hardware. The ways in which it is typically made currently are wasteful and unnecessary. We should embrace food technology such as nutritional biochemistry, food processing, and biotechnology to improve our food products over their natural forms.

This will have a massive impact on the health and quality of life of the typical consumer, as well as help alleviate food insecurity around the world.

foodSXSW Interactive Session Recommendations....

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Future Foods: New Cuisine for a New AgePablos Holman, Inventor, Intellectual Ventures; Glenn Zorpette, Exec Editor, IEEE Spectrum Tuesday, March 11, 11:00AM - 12:00PM, Radisson Town Lake Riverside BallroomIntermediate:http://schedule.sxsw.com/2014/events/event_IAP20607 #sxsw #ieeefood

The term “processed food” is associated with Twinkies, fluorescent orange cheese, awful additives and heart-attack inducing trans fats, but it doesn’t have to be that way. New technology and advancements in 3D food printing, thermoplastic extrusion and bioreactor grown “test tube” meat are producing some remarkable, tasty and healthy delicacies that are as good for the planet as they are for your body. Research has shown that meat production is wreaking havoc on our planet. The future world of food will address this, with better precision, compounds and machines and practices, making room for organic and sustainably grown fare. Imagine meats from extruders and bioreactors that are indistinguishable from the real thing, yet contain no saturated fat and require no animal sacrifice. Envision portable kitchen appliances that can instantly deliver a vast variety of dishes matched to your taste, health profile and caloric requirements. Part of the IEEE Technology for Humanity Series.

Hacking Meat: Why Insects Are the Future of FoodAndrew Brentano, Co-Founder, Tiny Farms; Daniel Imrie-Situnayake, Cofounder, Tiny Farms; Megan Miller, Co-Founder, Chirp Farms; Harman Singh Johar, Founder, World Ento Tuesday, March 11, 12:30PM - 1:30PM, Radisson Town Lake, Riverside BallroomIntermediate:http://schedule.sxsw.com/2014/events/event_IAP23990#sxsw #InsectFood

By 2050, there will be 2 billion more people on the planet and food security experts say that at today’s rate of production, there won’t be enough protein for everyone. Innovators are racing to find solutions to the looming food crisis with everything from lab-grown meat and synthetic eggs to edible insects.

In May 2013, the U.N. released a 200-page report on the potential of insects to solve the global food crisis. The U.S. startup community is answering the call to action with exciting new businesses at the forefront of the food revolution.

In this session, you’ll mingle with the founders of Bitty Foods, the cricket flour baked goods company, insect-farm automation experts at Tiny Farms, and exotic insect-food supplier World Ento. We’ll discuss the environmental and health benefits of edible insects, provide delicious foods to sample and answer all your burning questions about insects and the future of protein.

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OMMA: Should Brands Be Part of the Real-Time Convo?NohaAbdalla, Dir, Social Media, Capital One; Natanya Anderson, Dir, Social Media & Integrated Mktg, Whole Foods Market; Bryan Jones, VP Marketing North America, Dell; Rick Wion, Dir of Social Media, McDonald’s Corporation

Friday, March 7, 11:00AM - 12:00PM, AT&T Conference CenterSalon ABCDEIntermediate:http://schedule.sxsw.com/2014/events/event_IAP27180#sxsw #brandtrend

Since that famous “Oreo Moment” that turned a Super Bowl blackout into a dubious marketing trend, more brands seem to have failed than succeeded at riding the real time zeitgeist. From Kenneth Cole to AT&T to Urban Outfitters, the social media misfires just keep coming. Have marketers learned anything about the dark art of inserting their brands into the trending topic, the cultural moment? Are they just geeks struggling to fit in with the cool kids? Or are we really seeing brands become more human and finding voices through these new direct-to-consumer channels? Sponsored by Media Post.

OMMA: Instagram vs. Vine: Real World SmackdownKatrina Craigwell, Mgr, Digital Mktg, GE; Dave Marsey, EVP & Managing Dir,DigitasLBi; Mark W Smith, SrMgr, Social Media Mktg, USA TODAY

Friday, March 7, 3:30PM - 4:30PM, AT&T Conference CenterSalon ABCDEIntermediate:http://schedule.sxsw.com/2014/events/event_IAP27166#sxsw #Smackdown

The mobile social media titans Facebook and Twitter have declared war over the branded video space. In this corner Instagram with 15 second spots that mirror TV, the medium agencies love. In the other corner vine, 6-second of micro-messaging that has inspired high levels of novel and creative executions. Now that brands have been flexing their creative muscles in both we present some of the best examples, followed by an expert discussion among agency and brand executives. Finally our audience weighs in to vote on the consumer favorite for getting branded messages. Sponsored by Media Post.

GLObAL sOciaL/diGitaL

SXSW Interactive Session Planning....

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China Tech 101 - Innovation & InternationalizationJustin Tsang, Partner, Pacific Technology Ventures

Saturday, March 8, 11:30AM - 11:45AM, Austin Convention Center Ballroom EIntermediate: http://schedule.sxsw.com/2014/events/event_IAP26835#sxsw #chinatech

Today, China is already the world’s largest Internet, smartphone and e-commerce market. Yet, most people outside the “Great Firewall” would have difficulty naming even 3 Chinese technology brands. Furthermore, there are frequent misperceptions around China’s capacity for innovation and creativity. Chinese technology companies are not just derivative or inspired “copies” of US businesses. Rather, they are increasingly pioneering indigenous innovations and unique models that focus first at home, and then globally. In a world of two Internets -- this talk will demystify the technology landscape behind China’s Great Firewall, debunk the myths of “cheap China” and explore both the challenges and sizable opportunities of bridging innovation between China and the US.

Forget BRIC! Middle East & Africa, Please Stand UpAmit Vyas, CEO, Nexa Dubai

Saturday, March 8, 1:00PM - 1:15PM, Austin Convention CenterBallroom EBeginner :http://schedule.sxsw.com/2014/events/event_IAP21781#sxsw #BoomMEA

In the last 3 years, there has been a unprecedented rise in the availability and adoption of technology in the Middle East and Africa. This sudden access to information, the ability to voice opinions and communicate to a global audience has had an almost unimaginable impact.

From the public overthrowing of governments in Egypt and Tunisia to important world-first innovations such as M-Pesa in Kenya, a mobile payment system that allows users to deposit, withdraw & transfer money with a mobile device, the people within these regions truly value the difference that technology has had on their lives.

The Opportunity A population of 1.3 billion presents a market larger than India, China, Europe& North America. Also consider a average age in many countries of 21 or younger, widespread use / understanding of English and we have the foundations of a region about to flourish. In this session, I will share my insights and experience to help you succeed in this exciting market.

How Hyper-Developing Markets Are Kicking Our AssMax Lenderman, Principal, School

Saturday, March 8, 1:15PM - 1:30PM, Austin Convention Center Ballroom EBeginner:http://schedule.sxsw.com/2014/events/event_IAP22858#sxsw #seethisnow

This isn’t a pessimistic rant about the lagging US economy, sad projections for domestic innovation, or lamentation of our declining cultural influence as a country. Instead, it is a celebration of all the cool, rad and groundbreaking work that is emanating from countries like Brazil, Russia, India, China, Malaysia, South Africa and other so-called developing nations.

Come find out how a vodka brand powered a bank, or how a billboard solved a local water crisis, and a soccer team saved thousands of lives. Fast-paced and illustrated with case studies that have revolutionized marketing and advertising, Max’s presentation is more cultural adventure than marketing speech. If time, please put “Editor: Tim Koch” at the bottom of the final page

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Patients First: Why Open Data Can Save HealthcareBeverley Bryant, Dir of Strategic Systems & Technology, NHS England; Gregory Downing, Exec Dir for Innovation in the Immediate Office, US Department of Health and Human Services

Saturday, March 8, 11:00AM - 12:00PM, Hilton Austin DowntownSalon FAdvanced:http://schedule.sxsw.com/2014/events/event_IAP26525#sxsw #healthdata

The US and UK governments have put open data at the heart of current health reforms. In both countries, transparency has become a focal point for improvements in clinical quality and the cost effectiveness of services. This session is led by two of the architects of this transatlantic Big Data revolution—Greg Downing, Executive Director for Innovation at HHS, and Beverely Bryant, Director of Strategic Systems and Technology at NHS England—who argue that transparency has the power to transform patient outcomes, drive digital innovation and create unprecedented opportunities for science and economic growth. They will describe plans to release vast amounts of new data and how they propose to make this easy to access for entrepreneurs, patients and professionals. The UK is launching Code for Health, a new initiative to train clinicians and patients to develop their own applications. Find out how you can join the global data revolution in health.

What Happens When Health & Tech Meet Up?Malay Gandhi, Chief Strategy Officer, Rock Health; Ted Maidenberg, General Partner & Exec Officer, The Social+Capital Partnership, Jenna Rose, Dir, Healthbox; Jack Young, Dir of Qualcomm Life Fund

Sunday, March 9, 9:30AM - 10:30AM, Hilton Austin DowntownSalon GIntermediate: http://schedule.sxsw.com/2014/events/event_IAP23902#sxsw #HealthTech

For the first time in 50 years, the health care industry is facing a major disruption and is moving toward an at-risk/ACO model where opportunities are driven by transition. With the growing aging population and increase in chronic diseases in the U.S., health service providers are focusing on collaborated and coordinated care to create efficiencies, reduce readmissions, and ultimately lower costs. Innovative medical technologies and big data will play a key role in the continuum of care, providing a real-time and holistic view of the patient’s health history to better inform decisions and help manage care. As health and technology continue to merge, investors have become more interested in funding digital health, giving startups a great opportunity for growth. In this panel session, some of the most prolific investors in digital health will discuss what excites them about the future of health care and why now is the time to reinvent the industry through innovation and collaboration.

HeaLthSXSW Interactive Session Planning....

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Generation Mash-Up: Y Bother?Pete Cashmore, Founder & CEO, Mashable; Joanna Coles, Editor in Chief, Cosmopolitan; Olivier Fleurot, CEO, MSLGROUPMonday, March 10, 12:30PM-1:30PM, Austin Convention Center Exhibit Hall 5Advanced: http://schedule.sxsw.com/2014/events/event_IAP22015 #sxsw #YBother

Never has the spotlight shined so brightly on a single generation. But in today’s transformational workplace, Generation Y not only gets the light, they have the might; and through their social media expertise, they claim the right to be the center of the conversation. In a lively debate about Gen Y at work, Pete Cashmore, the Scottish Millennial who founded Mashable and is now its CEO, joins together with the quintessential French Baby Boomer, Olivier Fleurot, CEO of global PR firm MSLGROUP, and former CEO of The Financial Times.

Pete and Olivier are from different generations, have different styles and their own strong opinions on the values Generation Y brings to the world of business, how to manage the Gen Y geniuses in their midst and how Millennials are changing business. While they may not agree about the business impact that Millennials will have on the future, Pete and Olivier are both passionate about their own businesses and the need for Millennials to make their mark.

Star Power: Innovative Ways to Engage MillennialsAlex Wagner, Anchor, MSNBC; Rosario Dawson, Chairwoman, Voto LatinoFriday, March 7, 12:30PM - 1:30PM, Austin Convention CenterRoom 6ABIntermediate: http://schedule.sxsw.com/2014/events/event_IAP27394

#sxsw #SXSWLatino

Engaging Millennials now takes more than just traditional outreach methods. Innovative approaches such as leveraging celebrity voices and platforms, new technologies and culturally relevant messaging is critical for impacting the social behavior of the fastest growing demographic. Join actor and activist Rosario Dawson, co-founder of Voto Latino, and moderator Alex Wagner, host of MSNBC’s “NOW with Alex Wagner,” for a conversation about how to effectively mobilize Latino Millennials to create social change in their communities.

MilLenniaLSSXSW Interactive Session Planning....

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Equipping & Inspiring the Next GenerationDean Kamen, CEO, FIRST/DEKA Research & Development CorporationSunday, March 9, 11:00AM - 12:00PM, Austin Convention CenterExhibit Hall 5Intermediate: http://schedule.sxsw.com/2014/events/event_IAP20051sxsw #ieeekamen

Join Dean Kamen, a master inventor, engineer and humanitarian, compared to Edison for his contributions to humanity, for an unforgettable and insightful hour. Inventor of a host of groundbreaking inventions like the Auto Syringe, Segway, revolutionary wheelchairs, assistive medical devices and the “Luke” robotic arm, Kamen is on a mission to help end world poverty with pioneering devices capable of producing sustainable energy and purified water anywhere in the world. He is also the founding father of FIRST® (For Recognition and Inspiration of Science and Technology), his investment in the world’s future. Designed to experientially empower youth with essential project-based skills in science, technology, engineering and math, FIRST® Robotics competitions are tangibly changing lives and outcomes of youth around the world. You’ll be inspired to contribute your talent and resources to help make the next generation one worth celebrating. Part of the IEEE Technology for Humanity Series.

Do You Actually Know How to Engage a Millennial?Brian Reich, Managing Dir, little m media; Kari Dunn Saratovsky, Founder, KDS StrategiesTuesday, March 11, 12:30PM - 1:30PM, Austin Convention Center, Room 5ABCIntermediate: http://schedule.sxsw.com/2014/events/event_IAP27385#sxsw #bigchange

They’re coddled, protected, and constantly connected — at least that’s what the headlines read. But when it comes down to it, do you really know how to engage a Millennial? Based on how most organizations market to and communicate with them, probably not. Something needs to change.

Millennials have different expectations for their involvement in social causes. In large part, Millennials are post-institutional—they don’t rely on just government, just nonprofits, or just the private sector to influence change. They believe it takes a blending of sectors and approaches in order to make impact. Sure, they crave openness and transparency, but they have limited time, limited dollars and limited attention spans — so, if you’re lucky enough to gain any of these things, you better know what to do with it.

You can either be part of this conversation, or you can let it leave you behind. Join us for some straight talk about how to really motivate Millennials.

#NewRules for Reaching Millennials Through MusicJavier Farfan, SrDir, Culture & Music, PepsiCo; Jake Katz, VP, Audience Insights & Strategy, Revolt TV; Kevin McGurn, Shazam

Tuesday, March 11, 9:30AM - 10:30AM, Austin Convention CenterRoom 18ABChttp://schedule.sxsw.com/2014/events/event_MP990972

There has been a lot of talk about engaging Millennials, with a lack of focus on “how to do it.” REVOLT has embarked on a massive ethnographic project, traveling across the country interviewing young people, talking to agency execs and music artists, and is on a mission to identify the #NewRules of media engagement. Using music as a connection passion point, find out what’s working, and what’s not, when it comes to best practices in marketing to millennials.

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Marketing as a ServiceHelen Ectors, Sr VP, Global Dir Creative Business, Team Detroit/Mindshare; Doug Stovall, EVP, Sales &Svcs, Hipcricket; Jim McArthur, SVP, Digitaria Interactive

Friday, March 7, 12:30PM - 1:30PM, WanderlustIntermediate: http://schedule.sxsw.com/2014/events/event_IAP26574#sxsw #MobileEra

ATTENTION: Priority Seating is available for this session. To take advantage of this opportunity, you will need to have a valid SXSW badge, and an activated SXsocial account. To get your priority seating, please go here: https://sup.sxsw.com/schedule/IAP26574

The data stockpile is on. Mobile is entering a new era of intelligence in which data is free to capture, for those who know how to do it. This panel will detail how behavioral intelligence and its associated technologies are changing how mobile marketers are thinking about personalization. Through the implementation of passive content progression, or the passive collection and analysis of behavioral data, marketers can begin to connect the dots of an individual’s behavior and create more effective targeting strategies.Sponsored by Team Detroit.

OMMA: What Do Marketers Want from Mobile?Keith Nyhouse, Head of Digital, Dish Network; Scott Carlis, VP Digital & Social Media, AEG Global Partnerships; Donnie Williams, Chief Digital Officer, Horizon

Friday, March 7, 12:30PM - 1:30PM, AT&T Conference CenterSalon ABCDEIntermediate: http://schedule.sxsw.com/2014/events/event_IAP27164#sxsw #FromMobile

Marketers are confronting an “omnichannel” world where consumers consult multiple sources and screens, sometimes making buying decisions in minutes. Brands need to be in customer pockets to capture those impulses at all times, via mobile apps, mobile commerce, mobile social presence, and mobile loyalty. Devices have made it possible to enhance and enrich the path to purchase down to and including the in-store experience. But what have these brands learned about the new mobilized consumer and what is in store for us next?

MObile! MObile! MObile!SXSW Interactive Session Planning....

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The Next Mobile ExperienceSung Kim, Founder, Gestures Inc

Sunday, March 9, 3:30PM - 4:30PM, Four Seasons, Four Seasons BallroomBeginner: http://schedule.sxsw.com/2014/events/event_IAP17699#sxsw #gestures

Today we are still using our mobile devices like the way we used to on old computers with a mouse. We have limited ourselves to only scrolling up, down, left, and right in most of our mobile experiences, when our touchscreen devices allow us to move freely in every direction we want.

We still design apps that require people to tap on tiny little buttons to initiate some of the most basic functions, when they can be done with simple gestures.And we allow restrictive and outdated rules and templates to dictate our digital experiences, when they should be limited only by our imaginations. We need to change the way we use our mobile devices at the fundamental level by losing our old habits and outdated expectations that were developed around using old technologies.

So what can we do to truly take advantage today’s technologies and make our mobile experiences more efficient and effortless?

My name is Sung Kim, and I would like to share with you our next mobile experience.

Mobile Advertising Needs a Paradigm ShiftAsif Khan, Founder &Pres, The LBMA; Damien Patton, Founder/CEO, Banjo

Sunday, March 9, 11:00AM - 12:00PM, Hilton Austin DowntownRoom 616ABAdvanced: http://schedule.sxsw.com/2014/events/event_IAP25307#sxsw #mobileads

Our cell phones are literally an extension of us. We rely on them to keep us connected to friends, colleagues and the online community we’ve never even met. They tell us where to shop, where to eat, where to drive, when to sleep, when to wake and we never leave home without them. Ever. We are emotionally connected to our mobile device. No matter what we need, there’s an app for that…and an ad for that. An ad that is untimely, irrelevant and just plain annoying. It’s time for a paradigm shift in Mobile Advertising.

As the platform with the largest location based social graph in the world, Banjo has tremendous insight to understanding mobile behavior. People post to different networks depending on where they are, what they are doing and who they are with. This also varies greatly by city, region, country, and even time of day.

Join Damien Patton from Banjo and Asif Khan from The LBMA as they reveal surprising insights and statistics from mobile behavior around the world.

Can You Feel Me Now?Cameron Clayton, Pres, Digital Division, The Weather Channel; Gary Klassen, Principal Architect, BlackBerry; Tara O’Donnell, VP, Text100;GiorgosZacharia, Chief Scientist, Kayak Music

Monday, March 10, 3:30PM - 4:30PM, Austin Convention CenterBallroom BCAdvanced: http://schedule.sxsw.com/2014/events/event_IAP23911#sxsw #CanYouFeel

In today’s mobile-centric world, our lives have been transformed to expect to discover and share almost every aspect of our lives on the go. With these discoveries come personal reactions through photos, videos, social media, and mobile apps, fueled by a host of human emotions. Companies are purposely developing mobile experiences to spark a range of behaviors that help us live happier lives. The panelists will highlight how they view the intersection of psychology and technology and how that insight drives new innovations in their mobile business.

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Online LEGO Fans & the People Who Love ThemFrederikke Hoff, Community Editor, LEGO Group; Sara Moore, On-line Community Specialist, LEGO Group; David Robertson, Professor of Practice, The Wharton School; Glen Wadleigh, Blogger & Programmer, Brick-Hero

Friday, March 7, 12:30PM - 1:30PM, Austin Convention CenterRoom 18ABCDAdvanced: http://schedule.sxsw.com/2014/events/event_IAP18651#sxsw #LEGOFan

LEGO fans make up one of the most enthusiastic online fan communities in existence. We don’t mean kids within the product target group; we mean the teen and adult fans. That’s right: Adult fans!

By nature, these fans build what appeals to grown-ups, and that doesn’t always fit well with the company line. So how does The LEGO Group nurture these online fans while not pissing them off?

ReBrick.com and LEGO CUUSOO are LEGO Group online communities for adult fans to share user-created LEGO content (although there are many more fan-created communities). It is created as a social collaboration between the LEGO Group and the LEGO fans.

Every day, we balance between brand values and fan culture within these online fan communities. As companies grow, their fan base grows as well, and many companies aren’t prepared for what that means. Do not kid yourself — fans mean business!

Brands Can Champion the Power of SportSimon Wardle, Chief Strategy Officer, Octagon Inc.

Friday, March 7, 5:00PM - 6:00PM, Driskill HotelJim Hogg roomIntermediate: http://schedule.sxsw.com/2014/events/event_IAP27302#sxsw #BrandSport

Brands want to be loved. Consumers seek happiness. Brands make consumers happy by creating strong emotional connections to the things consumers are most passionate about.

Sport is an inspirational power for good. Sport enhances the lives of individuals, communities, countries and the entire world. It promotes healthy living and teaches life lessons; it has stopped wars and ended injustices.

From a brand perspective, the passion that consumers have for sport represents one of the most underutilized raw materials in marketing… especially for brand marketers looking to make their brand more loved.

Simon Wardle, Octagon’s Chief Strategy Officer, will reveal how Octagon research has quantified what drives fan passion and how fans indulge their passion for sports. The resulting insights will help brands use content, positioning, messaging, timing and channel selection to harness the power of sport… and make consumers fall in love with their brand.

This session is part of the brand new SXsports programming at SXSW 2014.

PASSIonSXSW Interactive Session Planning....

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Super Fandom in the Digital AgeAndy Cohen, Host, Watch What Happens Live; Ze Frank, EVP of Video, BuzzFeed; Grace Helbig, Internet Personality & Comedian, Internet Personality; Tyler Oakley, YouTube Channel Star

Friday, March 7, 5:00PM - 6:00PM, Austin Convention CenterExhibit Hall 5Beginner: http://schedule.sxsw.com/2014/events/event_IAP23095#sxsw #Bravo

Moderated by Bravo’s Andy Cohen, host of Watch What Happens Live, this panel will bring together two of YouTube’s hottest stars—Tyler Oakley and Grace Helbig—with BuzzFeed’s EVP of Video, Ze Frank, to spark a discussion on what it truly means to cultivate fandom across platforms. We will share research highlighting how Bravo has successfully engaged with fans on all channels in real time, delve into lessons learned and discuss how to drive deeper interaction with your communities. The panel will also address the challenge of engaging fans in a constantly crowded media space.

How to Build Ultimate Surprise & Delight CampaignsTom Zellman, CTO, Digital Roots

Saturday, March 8, 9:30AM - 10:30AM, Sheraton Austin, Capitol View SouthIntermediate: http://schedule.sxsw.com/2014/events/event_IAP24352#sxsw #Delight

We can bet you’ve been appalled and underwhelmed by the level of customer service you’ve received by a company. Have you ever been pleasantly surprised and delighted by a brand’s customer service?

Engineer a surprise & delight effort that will boost your reputation and leave your customers satisfied and draw your prospects in. After some observation and testing, we’ve come up with an 8-prong attack to the surprise & delight campaign. It involves big data, incredible insight, strong tools and the keen ability to pick out the perfect present.

Are you game? Your surprise & delight campaign will put you in the history books with the likes of Albert Einstein and Constantine the Great. Or at least pump up your customer retention, revenue and brand loyalty. And probably rack up your Facebook fans & Twitter followers.

If you’re interested in the secret sauce behind surprise & delight programs, vote for us!

We will make you happy, we promise.

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The LOLs of Nations: Understanding Global MemesElena Agapie, Researcher, Microsoft Research; Andres Monroy-Hernandez, Researcher, Microsoft Research; Katy Pearce, Asst Prof, University of Washington; Ben Valentine, Strategist/Contributing Author, The Civic Beat

Saturday, March 8, 11:00AM - 12:00PM, Austin Convention CenterRoom 10ABIntermediate: http://schedule.sxsw.com/2014/events/event_IAP18086#sxsw #LOLnations

Global memes add snark and commentary to politics. Memes have helped citizens around the world express political support and dissent: from the meme that helped a cat run for office in Mexico, to the goats that parodied Obama’s visit to Uganda, to the Myanmar kitten that people used to protest the cost of cellphone service. And sometimes memes are used BY a government against dissent, as is the case in Azerbaijan

Many memes stay within their culture, but advice animals, lolcats, and rage comics often get repurposed in surprising ways outside their origin.

What are the barriers for cross cultural memes to spread, and what is special about the ones that do? How are goat and cat memes an easier mechanism for people to begin to engage with international politics in an attempt to understand the LOLs?

One on One with Mark CubanMark Cuban, Entrepreneur, HD Net/Dallas Mavericks; Guy Kawasaki, Founder; Alltop

Saturday, March 8, 5:00PM - 6:00PM, Austin Convention Center, Exhibit Hall 5Intermediate: http://schedule.sxsw.com/2014/events/event_IAP28379#sxsw #markcuban

Internet pioneer, billionaire, angel investor, NBA team owner assesses the current state of technology, innovation, and entrepreneurship in a no-BS session with Silicon Valley veteran Guy Kawasaki. The fun and in-depth conversation between Cuban and Kawasaki is the perfect way to end your first full day of SXSW Interactive 2014.

Humans Of New York: The Trouble With New IdeasBrandon Stanton, Photographer, Humans Of New York

Sunday, March 9, 11:15AM - 12:00PM, Austin Convention CenterNext Stage EH 3/4http://schedule.sxsw.com/2014/events/event_OE02845#sxsw #nextstage

In just three years, Humans of New York has amassed an audience of millions and become a #1 NYT bestselling book.

In this talk, Brandon Stanton will cover everything he’s learned about audience building, crying alone in your bedroom, and the magic of social media. He’ll talk about the difficulties of standing out in a world where everyone has something to “like” and “share.” He thinks he has some special insight into building a large following around a new idea. But he may have just gotten lucky, and could be completely full of shit.

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The Hard Thing About Hard ThingsBen Horowitz, Co-Founder & Partner, Andreessen Horowitz; Nas, American rapper

Sunday, March 9, 3:30PM - 4:30PM, Austin Convention Center, Exhibit Hall 5Intermediate: http://schedule.sxsw.com/2014/events/event_IAP25781#sxsw #hardthings

The hard thing isn’t dreaming big. The hard thing is sweating through the night when the dream turns into a nightmare.

Minimizing politics. Firing friends. Sustaining a CEO mentality. Surviving the Struggle.

While many people talk about how great it is to start a business, very few are brutally honest about how difficult it is to run one, and how to navigate all the inevitable pitfalls and stumbling blocks.

Join Ben Horowitz, cofounder of Andreessen Horowitz and one of Silicon Valley’s most respected and experienced entrepreneurs, for a lively conversation about building and leading a business when there are no easy answers. Drawing from his storied career—as software engineer, cofounder, CEO, and investor—Ben will share practical wisdom, insights, and anecdotes from his own experience founding, running, selling, buying, managing, and investing in technology companies.

Turning Fan Passion into Brand PassionLisa Murray, CMO, Octagon Inc

Sunday, March 9, 5:00PM - 6:00PM, Driskill HotelCitadelIntermediate: http://schedule.sxsw.com/2014/events/event_IAP28031#sxsw #fanpassion

Brands want to be loved. Consumers seek happiness. Brands that make consumers happy will be more loved. Sport is an inspirational power for good. Sport enhances the lives of individuals, communities, countries and the entire world. It promotes healthy living and teaches life lessons; it has stopped wars and ended injustices. From a brand perspective, the passion that consumers have for sport represents one of the most underutilized raw materials in marketing… especially for brand marketers. Lisa Murray, Octagon’s Chief Marketing Officer, will host a meet up that discusses how Octagon research has quantified what drives fan passion and how fans indulge their passion for sports, and how the resulting insights help brands harness the power of sport to make consumers fall in love with their brand.

Shelves to Space: What Images Say About Our WorldChing-Yu Hu, Skybox Imaging;Harper Levine, Pres, Harper’s Books; David Soloff, Co-Founder & CEO, Premise

Tuesday, March 11, 12:30PM - 1:30PM, Omni DowntownLonghornIntermediate : http://schedule.sxsw.com/2014/events/event_IAP25548#sxsw #shlf2space

How does a photo of an onion in Delhi translate into countrywide price inflation? Conversely, how can a video from 500 miles above the Earth’s surface shed light on a humanitarian crisis unfolding in West Africa? From the proliferation of high-res photography on millions of smartphones worldwide to real-time video of the Earth’s surface from space, rapid advancements in imaging are not only changing how we share stories about the world around us, but tearing open an entirely new source of data.

Premise co-founder David Soloff teams up with Skybox Imaging co-founder Ching-Yu Hu for a panel moderated Harper Levine of Harper’s Books to discuss how advances in imaging and technology are converging to unlock an entirely new stream of information. They’ll discuss the collection of image-based data streams from store shelves to space, and how they distill this data into transparent insights across a myriad of fields from macroeconomics and disaster relief to the global transport of goods.

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Marketing Ethics in the Era of OpennessRowan Benecke, Reg. Dir. North America, Text100 Global Communications; Steve DelBianco, Exec. Dir., NetChoice; Jodi Olson, Communications Partner, Google Ventures; BurghardtTenderich, Associate Professor, University of Southern California’s Annenberg School for Communication

Monday, March 10, 12:30PM - 1:30PM, Courtyard MarriottRio Grande BallroomBeginner: http://schedule.sxsw.com/2014/events/event_IAP22203#sxsw #ethics

The globalization of human behavior & increasing the channels where people can voice opinions is forcing transparency & openness to its peak. In a world where there’s no place to hide, how do organizations transcend the complexities of a global workplace and reach the connected consumer? There’s no easy answer, but an increasing orientation toward ethics and values-based decision making is enabling organizations to commit to a level of openness that employees & consumers have been hoping for. For marketers, globalization presents a number of challenges and opportunities. A more connected, interdependent world means more opportunity to reach stakeholders, affect decisions, create change and build relationships. It also puts more power in the hands of the consumer. We’ll examine the increased scrutiny on ethics/values in the marketing industry and the role marketers play to ensure brands behave ethically, openly and transparently.

A Conversation with Julian AssangeJulian Assange, Founder, WikiLeaks; Benjamin Palmer, Co-Founder & Chairman, The Barbarian Group

Saturday, March 8, 11:00AM - 12:00PM, Austin Convention CenterExhibit Hall 5Advanced: http://schedule.sxsw.com/2014/events/event_IAP27908#sxsw #JABP

With recent disclosures about online surveillance, Julian Assange, founder of Wikileaks, continues his dedication to the pursuit of individual privacy and transparency.

Labeled everything from martyr, anarchist, whistle-blower, hero or tyrant, Assange has ignited international headlines over the past six years, arguably becoming one of the most polarizing and provocative figures of our time.

During this one-on-one conversation with The Barbarian Group’s Benjamin Palmer, Assange will discuss the importance of online privacy, the ethical and political implications of releasing classified information into the public realm, and the concept of the “Internet Nation”

The interview will also address subjects including the relationship between government surveillance and national security, the implications of online democracy, and the future of the Internet.

RiPped fRoM theHeadLineS

SXSW Interactive Session Recommendations....

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The Secret Sauce of Real Time StorytellingDustin Callif, Managing Partner Digital, Tool; Jason Nickel, Interactive Dir/Technologist, Tool; Jason Zada, Dir, Tool

Friday, March 7, 3:30PM - 4:30PM, Austin Convention CenterRoom 12ABIntermediate: http://schedule.sxsw.com/2014/events/event_IAP28211#sxsw #secrtsauce

Real-time storytelling allows the audience to actively participate in the making of a story or advertisement. A recent example of ours, “Remote Control Tourist,” exemplifies this concept. For this, we used Twitter and Facebook to bring a global audience of 150 million people together into a live-streaming experience in which they navigated real-life tourists through an entire city. The story’s end: the first of its kind crowdsourced city guide.

It’s this blend between show production, social media and interactivity that provides the model for the evolution of storytelling. This panel will discuss the unique creative, social media and production methods used to create this type of show or advertisement. Tool is uniquely positioned to provide this kind of insight having produced several projects in this category ranging from the interactive reality show “Screw*d” to the social documentary for the launch of Gran Turismo 6 “First Love” to “Remote Control Tourist”.

How Using Big Data Can Tell Personalized StoriesFrancois Ajenstat, SrDir, Tableau Software; Eric Shoup, EVP of Prod, Ancestry.com

Saturday, March 8, 12:30PM - 1:30PM, Sheraton Austin, Capitol View SouthIntermediate: http://schedule.sxsw.com/2014/events/event_IAP20207#sxsw #datastory

Big Data is a game changer for storytelling. Increased pressure to find meaning in mounds of data—in real-time and at scale—has given rise to technology that analyzes and turns individual data points into bite-sized prose and, in some cases, fascinating personal stories. Too often, the data we pull is cold, factual, and dehumanized. We can bring the humanity back into the bite-sized stories we tell with data by seeking out, understanding, and incorporating the inherent narratives within it. The Spanish Influenza killed more than 20 million people worldwide, BUT what is the story of patient zero? Imagine instantly weaving together a history about this man’s life and his family’s journey to the U.S. through technology that mines historical data kept in records. All of this leading up to the day he spread influenza to over 100 men. Join this thought-provoking session around using context to bring depth and meaning to massive amounts of data and, in turn, stories presented to end users.

stORytelLInGSXSW Interactive Session Recommendations....

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The Secrets Behind Addictive StorytellingBob DeBitetto, Pres, Brand Strategy, Business Dev & A&E Studios, A&E Television Networks; Joanna Coles, Editor in Chief, Cosmopolitan; Jonathan Perelman, GM & SVP, BuzzFeed; Terry Wood, Pres, Unscripted & Original Syndication, One Three Media/a Hearst/Mark Burnett Company; Troy Young, Pres, Hearst Magazines Digital Media

Sunday, March 9, 3:30PM - 4:30PM, Austin Convention Center, Next Stage EH 3/4http://schedule.sxsw.com/2014/events/event_OE02848#sxsw #nextstage

How can brands break through clutter, find an audience and forge lasting relationships?The secret is addictive storytelling, with characters, voices and content that surprise, entertain and engage.

Learn how the pros do it as Hearst Magazines Digital Media President Troy Young talks with Cosmopolitan editor in chief Joanna Coles about how she’s reinvigorated the brand; Bob DeBitetto of A+E Networks about finding original programming in the most unexpected places; BuzzFeed’s Jonathan Perelman, about compelling content that gets users sharing and Terry Wood, of Mark Burnett’s One Three Media, about how real people in extraordinary situations equals drama and ratings.

Scientist to Storyteller: How to Narrate DataEric Swayne, Prod Mgr/Analytics Dir, BuzzShift

Monday, March 10, 12:30PM - 1:30PM, Four Seasons, Four Seasons BallroomIntermediate: http://schedule.sxsw.com/2014/events/event_IAP25672#sxsw #Sci2Story

It’s uncomfortable for me to admit this: Analysts aren’t paid for the elegance of their Python, the resplendence of their R, or even the complexity of their CSV files. But after years of leading social analytics and research teams, and even architecting the platforms they use, I’ve come to a harsh reality: I and my fellow Analysts are paid for the meeting AFTER the report. The meeting where the C-suite actually remembers what we said, why it was important, and decides to apply it in a business decision.

So join me in a session where we will start from the analog human and work our way back to the digital data. We will unpack the biology, psychology, economics and Freakonomics that make humans tick. We will understand what a data-driven insight truly IS, and how we can help organizations not only understand it, but act on it. We’ll talk tools and tips, but most importantly, we’ll cover the techniques you can use to become an Agent of Change, rather than just a Janitor of Data

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Storytelling, Innovation, & InspirationAlex Cuthbert, Sr UX Designer, Google

Tuesday, March 11, 9:30AM - 1:30PM, AT&T Conference CenterClassroom 103Intermediate: http://schedule.sxsw.com/2014/events/event_IAP27172#sxsw #mystory

This workshop showcases examples from a variety of web, film, animation, and mobile design leaders as a starting point for learning how to build stories about transformational products and experiences. You will 1) understand the basic dynamics of storytelling, engagement, and surprise, 2) examine the mechanisms that make stories compelling and meaningful, 3) gain hands-on experience constructing a storyline by shifting perspective, audience, and story structure, and 4) learn how to build connection, develop product ideas, and drive innovation through the use of stories.

At the end of this workshop, you will have a better understanding of the art of storytelling and a set of tools for applying it to product design.

ATTENTION: You must signup in advance to attend this workshop. You will need to have a valid SXSW badge, and an activated SXsocial account.

Visually Turning Complexity into ClarityKarl Gude, Graphics Editor in Residence, School of Journalism at Michigan State University; Ronnie Lipton, Info Design Author, Trainer, Consultant; Graham Roberts, Graphics/Multimeda Editor, The New York Times; Fernanda Viégas, Research Scientist, Google

Tuesday, March 11, 11:00AM - 12:00PM, Austin Convention CenterBallroom BCBeginner: http://schedule.sxsw.com/2014/events/event_IAP20373#sxsw #Clarity

Dogbert says to Dilbert: “Information is gushing toward your brain like a firehose aimed at a teacup!” An extremely effective way to make sense of all this information is to find stories in the data and visualize them, which can speed comprehension, summarize the complex, show hidden relationships, reveal patterns and more.

And this is happening across all industries, from scientific and medical groups —who often have to explain complex information to a lay audience— to PR firms and other businesses who are looking for ways to engage, inform and motivate their markets.

We are a unique gathering of professional visual communicators who employ a wide variety of storytelling platforms (print, interactive and motion graphics) and visual tools (maps, graphs, diagrams, video, etc.) to do our jobs. We will explain our process for finding visual stories in the data, discuss the best technologies for doing what we do and illustrate how we build, plan and execute graphics.

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SXSW Accelerator: Wearable TechnologiesThomas Ball, General Partner, Austin Ventures; Casper de Clercq, Partner, Norwest Venture Partners; Uri Minkoff, Co-founder and CEO, Rebecca Minkoff; Laurie Segall, Tech Correspondent, CNNMoney; Sonny Vu, CEO & Founder, Misfit Wearables

Saturday, March 8, 11:00AM - 12:00PM, Hilton Austin DowntownSalon DIntermediate: http://schedule.sxsw.com/2014/events/event_IAP994338#sxsw #sxswaccel

SXSW Accelerator pitch event presented by Oracle is a platform to allow early stage technology startups to pitch their product and/or services to industry technology experts, high profiled media personnel, and Venture Capitalists / Angel Investors. Eight companies within the Wearable Technologies category will dazzle a live audience, panel of three judges and co-emcees with their ideas, innovations, product and/or service on Saturday, March 8. Three of those eight companies will be asked to return on day two, Sunday, March 9, to present to a new group of co-emcees and judges. A grand prize winner for each category will be selected at the end of day two as part of the evening SXSW Accelerator Awards Ceremony.

The Wearable Technologies category focuses on technology worn on, in, or around the body. As this major technology cycle advances, we will include all types of wearable products that advance human performance and wellness, as well as those involved in apparel, accessories, fashion and lifestyle.

SXSW Accelerator: Social TechnologiesKevin Carter, Partner, SV Angel; Don Dodge, Developer Rel, Google; John Malloy, General Partner, BlueRun Ventures; Harry McCracken, Editor at Large, TIME; Maria Thomas, Chief Consumer Officer, SmartThings

Saturday, March 8, 11:00AM - 12:00PM, Hilton Austin DowntownSalon AIntermediate: http://schedule.sxsw.com/2014/events/event_IAP994334#sxsw #sxswaccel

SXSW Accelerator pitch event presented by Oracle is a platform to allow early stage technology startups to pitch their product and/or services to industry technology experts, high profiled media personnel, and Venture Capitalists / Angel Investors. Eight companies within the Social Technologies category will dazzle a live audience, panel of three judges and co-emcees with their ideas, innovations, product and/or service on Saturday, March 8. Three of those eight companies will be asked to return on day two, Sunday, March 9, to present to a new group of co-emcees and judges. A grand prize winner for each category will be selected at the end of day two as part of the evening SXSW Accelerator Awards Ceremony.

The Social Technologies category includes technologies that enable personal connections. This category includes new and interesting uses, cases, products and services that push the boundaries of how we find, follow and share our lives with others.

tecHSXSW Interactive Session Recommendations....

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Why Didn’t a Tech Journalist Break PRISM?Martin Bryant, Editor-in-Chief, The Next Web; Kara Swisher, Co-Exec Editor, AllThingsD; Alexia Tsotsis, Co-Editor, TechCrunch

Monday, March 10, 11:00AM - 12:00PM, Austin Convention CenterRoom 18ABCDIntermediate: http://schedule.sxsw.com/2014/events/event_IAP22558#sxsw #techmedia

The tech story of 2013 — the PRISM revelations and their fallout — wasn’t broken by technology journalists. Why was that? Are most tech reporters too wrapped up in simple tasks like rewriting press releases about new apps and reviewing the latest hit smartphone to bother investigating real scandals?

Do the economics of modern media mean that tech reporting has become far too light and frothy? We talk to a panel of journalists to find out.

Recode’s Kara Swisher has been reporting on technology since 1997 and has seen the way the Web has transformed journalism and Alexia Tsotsis is a ‘digital native’ journalist making waves at TechCrunch.

Together with The Next Web’s Martin Bryant as moderator, they’ll explore whether today’s tech journalism could do with a serious injection of depth.

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It’s always been true that attending SXSW events give you the opportunity to make the perfect connection to a great opportunity in the digital, social and technology world. Remember to pack your resume, business cards and portfolio and organize your digital career links before you head to Austin.

Last year, SXSW rolled out the Digital Creative Job Market as a platform for talented tech workers to find new employment opportunities in Austin and around the world.This year, the platform moves to a bigger space (Ballroom ABC on the first floor of the Austin Convention Center) on March 6 and 7 from 10 a.m. to 6 p.m. The Digital Creative Job Market

features employers from dozens of exciting tech-related companies and organizations across a variety of industries.

Publicis Groupe, MSLGROUP’s parent company, we are proud to say, is the presenting sponsor of this event.Several Publicis Groupe brands will be there, including Leo Burnett, MSLGROUP, Performics, Saatchi & Saatchi, StarcomMediaVest and VivaKi.

Stop by the Lounge at the Job Market to meet the Publicis Groupe team and other exciting digital employersat SXSW 2014.

MANaGe yOur CAreeR at the 2014 SxsW InteRactive feStIvAl

Big parties are accessible if you have a badge, but you might find that you’re spending more time waiting to get in than you are partying. One solution is to go at off-peak times and meet up with friends afterward. Be open to where the night takes you.

For a list of all the parties at SXSW 2014: SXSWi Parties

Our SXSW-official party recommendations are: Interactive Opening Party– Friday

SXSW Film + Interactive Fusion Party - Saturday

MashBash at SXSW- Sunday

Interactive Closing Party– Tuesday (Kudos to you if you’re still going strong on Tuesday after a party every night. Not many people can do that)

There are many unofficial parties at SXSW – look on Twitter for handles like @SXSWPartyList and @sxswparty that aggregate party information and tweet it out.

MSLGROUP is a sponsor of Friday night’s TechSet party – we look forward to seeing you there!

PArtIeS @ SXSWINteRActIve... PArtIeS @ SxsW InteRactive...

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HunGry? Here Are a feW PickS neAr SxsW InteRactive events…

Breakfast/Brunch: South Congress Café: Not only is South Congress Café the greatest brunch spot in town, but it’s on the South Congress strip – a popular spot for tourists. Don’t leave without trying their famous Bloody Mary!

Cisco’s: Migas and biscuits, what more could you want? It’s a hole in the wall on East 6th Street. Don’t go if you’re turned off by old tables and lack of décor, but that’s what makes it so special.

Juan in a Million: If you’ve never had a breakfast taco, then you’re in for a treat. Man vs. Food attempted the “Don Juan” taco – Try to eat as many Don Juan breakfast tacos as you can. Last we checked, the record was eight!

Z Tejas: Check out this upscale southwestern brunch or dinner spot on West 6th Street.

24 Diner: Not your typical diner food. The best chicken and waffles in Austin.

Lunch: Torchy’s Tacos: Go to Torchy’s for the best breakfast taco for lunch you’ll ever eat. Try out the Migas, Brushfire, Baja Shrimp or make your own! Above all, don’t miss out on the chips & green chilequeso as it’s the FINEST in town.

Franklin Barbeque: If you want to get messy, check out Franklin BBQ for brisket, ribs, pulled pork, turkey, sausage and more. Don’t be scared away by the line that wraps around the restaurant!

Perlas: Top patio spot in town for people watching and known for their yummy seafood and oyster bar.

Fricanos: In the mood for a sandwich? Check out one of the most delicious paninis you’ll find in Austin. It’s right by UT Campus, so order to-go and walk up Guadalupe Street.

Food Heads: Specialty sandwiches, soups, salads and sides are all made from scratch, and they have multiple tea flavors too.

Hula Hut: Hula Hut is Mexican food with a Tiki twist! The restaurant sits on the lake, so ask for a prime table on the back patio.

Hopdoddy: Known for their burgers and beer, Hopdoddy offers the freshest, all-natural ingredients with buns made from scratch and baked fresh twice daily.


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Dinner:La Traviata: A delicious Italian bistro on Congress Ave known for a variety of pasta dishes! This one is owned by a relative of someone in the home office. We highly encourage a visit.

Eddie V’s: The nicest seafood restaurant that downtown Austin has to offer. Order the Tuna Tartare to start, the Hong Kong Style Sea Bass or Bone-in Filet for your entrée and don’t leave without tasting the Bananas Foster Flambé for dessert.

Curra’s Grill: This place is an institution, andsome say the best Tex-Mex in the city. Order the avocado margarita.

La Condesa: High-end takeon Mexican located in the 2nd Street district.

Vespaio: Italian at its finest. Vespaio is on South Congress and has authentic antipasti & salads, wood-fired pizzas, pastas from light to robust, extraordinary entrees, and decadent desserts.

UchiorUchiko: Uchi is closer to downtown but Uchiko is larger, both offer Japanese small plates and sushi. If you’re a Top Chef fan, you know that Paul Qui (winner of Season 9) is the executive chef at Uchiko. Moonshine: Southern style American cooking on Red River Street. The Pecan Crusted Catfish and White Chocolate Bread Pudding are staples!

Second Bar + Kitchen: Great cocktails with a delicious seasonal menu. The kitchen offers small plates and large entrees perfect for sharing or keeping to yourself.

Lambert’s Downtown Barbeque: An inventive spin on Texas barbeque. Someone in your group should try the Frito Pie.

Barley Swine: If you have a car and can get a reservation, this unique culinary experience is not to be missed.

Our other favorites include Stubb’s BBQ, Iron Cactus, Hudson’s on the Bend (try the lobster & crab quesadilla), and the scallops from Wink. If you’re feeling adventurous (and have transportation), make the trek to The Salt Lick for the barbecue – you won’t be disappointed.

And in case you were wondering, we’ve tracked a few other things you need to know:

Food Trucks

East Side Kings

Hey Cupcake!

Mighty Cone



Three Little Pigs

Happy Hour

219 West

Iron Cactus

J Blacks Feel Good Kitchen and Lounge

The Driskill Bar

Max’s Wine Dive


LBJ Library

Bats on the Congress bridge



Barton Springs Pool

Zilker Park


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We look forward to seeing you @SWSW!

@[email protected]_GROUP#MSLSXSW

Editor: Tim Koch